The “Baby of the Year” contest is a widespread and often deceptive online scheme that preys on the love and pride of parents. While some contests may be legitimate, many operate with a business model that is misleading and exploitative.
They are a classic example of a photo contest scam.
Here’s more info about the “Baby of the Year” contest and whether it’s a scam:
Overview: Is It a Scam?
Legitimate elements:
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The contest is run by Colossal Management, a firm specializing in online fundraisers.
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It benefits Baby2Baby, a well-regarded 501(c)(3) charity that has supported families in need with over $450 million of essential items. Jessica Alba is a board member.
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News investigations, like one from 6abc’s “Action News Troubleshooters,” confirm it’s not outright fraudulent—money raised does go to charity.
Major concerns:
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Voting Structure: You get one free vote per day, but any additional votes require a donation (typically $1 per vote). That means it’s effectively a “pay-to-win” setup.
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Fairness Issues: Critics argue the contest favors families with greater social media reach or who can afford to pay for votes, rather than being a merit-based competition.
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Privacy Risks: Parents submit images and identifying details of their child. Once posted and widely shared, this content could be misused. The contest’s terms also grant Colossal broad rights over the photos.
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Transparency & Removal Difficulties: Several participants, especially on Reddit, report challenges in removing their child’s profile or contacting support .
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How the Scam Works 🎣
These contests are not designed to find the cutest baby, but to generate revenue and collect personal data from parents. Here’s a breakdown of the common tactics:
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Mass “Finalist” Notifications:
- The most common red flag is that nearly every parent who enters is notified that their baby has been selected as a “finalist” or is “in the running” for the prize. This creates a false sense of hope and encourages parents to participate further.
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Paid Voting System:
- The core of the scam is a paid voting system. While the initial entry may be free, parents are pressured to purchase votes to help their child “win.” The more votes they buy, the higher their baby’s ranking appears. The “winner” is often simply the person whose family and friends have spent the most money on votes.
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Data Harvesting:
- Parents are asked to provide their name, email, and photos of their baby. This information is a valuable commodity for marketing companies. It can be sold to third parties, leading to a flood of spam emails, texts, and targeted ads related to baby products.
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Misleading Prize Structure:
- The “big prize” is often deceptive. The contest may advertise a large sum of money (e.g., $25,000) but the fine print reveals that the actual prize is much smaller or is given as a scholarship fund that can only be used for specific things. A significant portion of the entry fees and money from paid votes goes to the organizers, not the prize winner or the advertised charity.
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Charity Angle:
- Many of these contests associate with a legitimate charity (e.g., Baby2Baby or Toys for Tots) to appear more credible. While a portion of the proceeds may go to the charity, the contest is run by a for-profit professional fundraiser, and a large chunk of the money is kept for “administrative costs” and profit.
What Participants Are Saying on Reddit
Some voices express outright distrust and disappointment:
“It’s fake. I jumped the gun and registered… but then realized… I didn’t want my baby’s pics… they posted the photos I submitted to the public anyway!”
“These things are literally a scam—you have to ‘buy’ votes to win.”
“…a SCAM. Please don’t fall for it… I’ve seen people say they haven’t posted the link anywhere and their baby is ‘7th in their group’… Come on.”
“In the end it’s a fraudulent contest… only about the deepest families’ pockets that wants to buy a title…”
However, some people acknowledge the charitable component:
“It’s a way to raise funds for a non-profit… the legitimate non-profit this is supporting is Baby2Baby. …not a scam.”
They say “44% of their cash donations go to their endowment… they are a legitimate charity, even if they use what some may consider questionable marketing tactics.”
Summary Table
| Aspect | Verdict |
|---|---|
| Charitable Purpose | Real nonprofit (Baby2Baby) benefits; organizer (Colossal) is legitimate |
| Voting System | Pay-to-win structure; free votes limited; wealth/social influence favored |
| Fairness | Questions around transparency and equal opportunity |
| Privacy & Control | Personal data risk; difficult profile removal and limited support access |
| Participant Experience | Many report feeling misled or regret entering |
Final Thoughts
It’s not a straight-up scam—funds are genuinely raised for charity, and the organizations involved are credible. But the contest’s structure raises valid concerns. Many parents have described it as feeling more like a marketing-driven fundraising campaign disguised as a competition. The pressure to solicit votes, potential privacy risks, and opaque support make many feel uneasy.
If you’re considering participating—or know someone who is—I’d recommend weighing:
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Potential exposure of your child’s image online
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Equitable chances for all families regardless of their networks
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Ease (or difficulty) of withdrawing your entry if needed
